Take control of your omnichannel customer experience with headless CMS
Today, the number of touchpoints and the customer expectations that are associated with them continue to grow unabated. Regardless of the device or the channel, the customer experience should be easy and pleasant, just like in the model omnichannel strategy. The main challenge here is how do you tailor your content across all channels and realise elegant personalisation? This requires flexibility, innovation, and strength – exactly what headless CMS is.
Traditional CMS focuses exclusively on the website. Every new channel – from mobile site, app to social media – has its own CMS because the content cannot be reused. That can work until the amount of content and channels increases. Each channel has its own defined context and therefore demands its own approach.
In practice, that means a lot of manual work. It’s not scalable or flexible, so at some point you will inevitably fall behind your competitors in the already crowded market with your online communication and turnover.
With headless CMS, the content layer is disconnected from the presentation layer in contrast to a traditional CMS, where you enter, preview, and publish your content. Headless CMS focuses exclusively on content management, so you have to realise the presentation layer yourself. There are standard solutions for this, but it also offers opportunities to build a unique, optimal customer experience. Headless CMS gives you the opportunity to tailor the content to the context, exactly the way your customers like it.
Customers expect an omnichannel experience
Today consumers shop online using desktop, smartphone and physically in bricks and mortar stores: bricks & clicks. Voice commerce and social commerce are emerging channels, among many through which consumers inform themselves and get an idea of companies and products. The brand that offers customers a seamless customer journey across all relevant channels and touchpoints raises the bar for the entire market, and sometimes beyond.
This transfer expectation is usually guided by innovation and technology. Thanks to market innovations from Booking.com, we now expect no cancellation costs, and, thanks to Uber, we now expect to order taxis through an app. Creating a seamless customer journey requires an omnichannel strategy that empowers customers to decide for themselves which device or channel they use to communicate with a brand. The real promise of headless CMS is centrally managing content and distributing it through the right channels at the right time.
"The promise of headless CMS is managing content centrally and distributing it through the right channels at the right time. "
A MACH architecture can be of great value if you want to create a unique omnichannel experience for your customers. We help you get started in this whitepaper.
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How does Headless CMS work exactly?
Headless CMS separates the content management from the publishing channel. Content managers feed the backend with texts, layouts, images, and video. APIs transfer this content to the frontend, with which the user interacts.
Every conceivable channel can use the content from the backend. From website, webshop, app and mobile site, to social media, in-store displays, chatbots, smartwatches, voice assistants, AR, and VR, but also just print media. The user will never be able to tell whether the content comes from a traditional or a headless CMS.
Headless CMS delivers the following benefits:
Efficiency. The biggest advantage is that you can manage all your content in one environment. A separate CMS for every channel is no longer necessary. You can reuse and publish content across different touchpoints.
Stability. The separation between the frontend and backend means that you can update one layer without having to refresh the other. This makes it easier to replace the frontend content completely.
Flexibility. It is quicker and easier to add new channels for an app or wearable. Connect the new channel via an API, and you can simply load the content from the headless CMS. This flexibility extends to every new technology and platform.
Performance. Headless CMS delivers a more efficient UI. Your frontend is tailor-made, so you only use what you really need. The separate architecture makes it easier to spread the frontend across multiple servers and apply load balancers and caching layers.
Innovation. The flexibility of a headless CMS gives you the freedom to experiment with new technologies. With APIs you can quickly and efficiently connect cloud services for machine learning or AI, for example.
You can build the ultimate customer experience yourself
Opting for headless CMS is a major change in how your organization's digital ecosystem is structured. Instead of one system that brings together different marketing solutions – the full suite approach, you choose different marketing solutions that you link together with APIs. This best of breed approach is often compared to the Lego building system because it lets you build the digital ecosystem with separate and interchangeable building blocks. You are free to choose the very best marketing solution for your CRM, marketing automation or social advertising for example.
Personalising the customer experience is easier. Despite the evidence of the obvious commercial importance of personalisation, many companies are still struggling with its realisation. The underlying reason for this is that personalisation requires data and a custom approach. Full suite solutions do not offer sufficient flexibility to do this.
A headless CMS, on the other hand, is agnostic, and adds the best personalisation solutions to the digital ecosystem, whether that’s a customer data platform (CDP) or a data management platform (DMP). Headless CMS has no vendor lock-in. You can modify and replace any building block of your CMS without impacting the bigger picture. Segregating the various marketing functions has a positive impact upon security. In a well-designed headless CMS, if a hack breaks through your security, it only affects that subsystem.
Headless CMS demands a different mindset
In the era of digital transformation, transitioning to a headless CMS offers unparalleled flexibility and control, essential for crafting advanced digital experiences. This shift requires a new approach: moving away from the constraints of traditional, all-in-one CMS solutions towards the freedom to independently design, develop, and seamlessly integrate the frontend with backend systems. This approach lays the groundwork for companies to take charge of the customer experience, aligning with the dynamic expectations of modern users.
Boundless creativity: The power of Headless CMS
Imagine a world where your digital canvas is blank, and you're free to paint every pixel. That's headless CMS. No preset templates, just an open stage for your creativity. This also means you're the captain of your ship, navigating through a vast sea of possibilities, constantly adjusting and innovating to enchant your audience.
Technical Challenges: Tailored Front-End innovation
Think of developing your frontend like tailoring a suit. Every detail, from the choice of fabric (technologies like React or Vue) to the fit (user experience), is meticulously considered to perfectly match your brand's unique identity. It demands craftsmanship and precision, but the outcome is a custom digital presence that's distinctive and memorable.
Efficiency in the Cloud: Limitless building opportunities
Moving to the cloud is like gaining access to an advanced workshop where you can create without limits. Here, you have all the tools and materials at your disposal to bring your vision to life. Having a blueprint—a clear plan and strategy—is crucial to ensure every element contributes to the final goal. This workshop offers the freedom to experiment and innovate while ensuring a solid and scalable digital structure.
Team Dynamics: Seamless integration of Front-end and Back-end
In the realm of headless CMS, your designers and developers can finally work on the same project without stepping on each other's toes. Think of it as a relay race where everyone runs their part, but you all cross the finish line together. It requires smooth baton passing (read: communication) to prevent any stumbling.
Content Management: New tools, New opportunities
For the content gurus among us, headless CMS is like switching from manual to power tools. Yes, it might take some getting used to, and you may need to read a new manual, but the possibilities are endless. You can now create content that adapts like a chameleon, perfectly fitting each channel.
Transitioning to headless CMS is a journey filled with discoveries and learning moments. It's an opportunity to redefine your digital landscape, stay ahead of the curve, and create an immersive experience that keeps your audience coming back for more. Seize the chance, play, experiment, and grow.
Three scenarios in which a headless CMS is the best choice
Let's be honest: switching to a headless CMS can be quite a challenge. You'll need a dedicated team of developers or might have to invest in external experts. This change touches the core of your digital strategy and how you create customer experience, with a focus on touchpoints, content, and personalization.
Here are three ideal scenarios for headless:
Revitalize outdated systems: When your current digital platform is more of a burden than a help, limited by outdated technology and slow adaptation processes. If your team spends more time on maintenance than innovation, it's time for headless.
Fulfil Omnichannel ambitions: With customer expectations soaring, a smooth omnichannel approach is no longer a luxury but a necessity. If you dream of seamless integration across all channels, from mobile apps to chatbots, headless offers the flexibility you need.
Create a unique Customer Experience: In a market where being distinctive is crucial, headless offers the chance to go beyond standard solutions. It enables you to provide a personalized experience that truly adds value for your customers.
If your focus is on a single channel, and you're satisfied with your current setup, or if your organization isn't ready for this digital evolution, then headless CMS might need to stay on the shelf for a bit longer. But stay curious, the digital world never stands still!
An immediate switch to headless CMS?
Timing is everything when you’re thinking about the switch to headless. A lot depends on your ambitions and how far you want to go. With a limited number of interventions, you can also make your existing WordPress, Umbraco, Drupal and other well-known CMSs headless. The pace at which you apply headless should be led by your customer’s needs. If you need omnichannel to provide great customer experiences and to improve your customer retention, you really can't start fast enough. Technology, competition, and new market players can all add to the pressure. If you opt for a headless CMS, you can access a world of new possibilities: flexibility, innovation and above all, resilience.
Jordy’s own passion for technology led him to spend his days connecting the dots of technology, business, market trends & competitive insights. He especially loves overseeing the creation of new, innovative business models and technology roadmaps – as well as getting clients on board the future-proof train.
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